1. GOI TourismPolicy
1) Frameworksof
i) Responsibility(inline withUNWTO’sGlobal Code of Ethics)
ii) Social,environmentalandcultural preservation,protectionandpromotion
iii) Opportunitiesforcommunitydevelopment
iv) Jobcreationfor youthand women
v) SME (Small andMedium Size Enterprises) development
vi) Public– Private – PeoplesParticipation
2) Lessons
i) TourisminIndiahas beena state subjectandthe Centre onlydisbursesfunds
ii) A tourismpolicymustbe backedbyan actionplan
iii) Tourismthrivesoninnovationandhaslow barrierstoentry
3) Importantglobal development
i) Increaseddesire andfinancialmobilityfortravel of the middle classes (domesticand
international)
ii) Step-change increaseinairaccess(airlines,airportsandroute development) intandem
to decreasesinthe costof travel
iii) Growth inthe questof travellersforimmersive experiencesrichincultural andnatural
exposure
iv) Path-breakinginnovationsinthe fieldof InformationTechnology,includingmobile
usage,digital contentcreationandsharing
v) More importantly,appreciationof the tourismeconomyamongstheadsof state and
policymakersand
vi) Increasingtourism-relatedinfrastructure investment.
4) People
i) Affluent
ii) Middle class(growing)
iii) Urban middle classhasbecome the mainstayof India’s tourismsector
5) Figuresfor2014
i) Foreign TouristArrivals=7.7M, Growth rate = 4.4%
ii) Jobscreated= 23M, 5.5% or 36.6M, 8.7% (countingindirectjobs) of total economy vs
Global 9.9%
iii) ContributiontoGDP= Rs 7642.5B, 6.7% of GDP vs Global 10%
iv) International touristsinIndia=0.68% of global,Revenue generated=Rs1200B
v) Share in World’stouristarrivals=0.67%, pitch= 1% by 2020 and 2% by2025
vi) Worldtouristgrowthrate = 3.3%, Indiangrowthrate 7.3%
vii) The tourismindustryhaswitnessedexpenditure of,0.35% inthe 12th fiveyearplan
6) Positioning
i) Spiritual Hub(earlier)
spirituality circuits based on Hunmuism,Jainaism,Sikhism,and Yoga
and everything in between
Medical and rural tourism,Ayurveda and heritage
ii) HoneymoonParadise (projected)
7) Vision
i) Must Experience
ii) Must Revisit
8) Mission
2. i) Enhance the share of international touristarrivalsandrevenuethroughasustained
growthpath.
ii) Stimulate repeat,year-roundvisitationwithhighdispersionacrossthe destination.
iii) Promote domestictourism.
iv) Developand promote tourisminaresponsible,sustainable mannereconomically,
socially,culturallyandenvironmentally.
v) PositionIndiaasa welcoming,safeandsustainable destinationforboth Foreign&
DomesticTourists.
vi) Enhance the image of brand‘Incredible India’.
vii) Deliveraworld-class,yetauthenticlocal experience.
viii) HandholdState Governments,UnionTerritoriesandStakeholdersindevelopmentand
promotionof tourism.
ix) Ensure meaningful,equitable communityparticipationintourismdevelopment.
9) Objectives(theobjectivesarenotSMART)
i) Increase India’sshare inworldtouristarrivalsfromthe present0.68% to 1% by 2020 and
increase to2% by 2025.
ii) PositionTourismasa priorityonthe National political andeconomicagenda.
iii) Widenunderstandingof the benefitsof the tourismsectorwithinthe wider
governmental framework,especiallywithGovernmentdepartmentscritical toTourism
success.
iv) Evolve aframeworkfortourismdevelopment,whichisGovernment-led,private sector
drivenandcommunitywelfareoriented.
v) Fosterand developacoordinationmechanismbetweenthe Centreandthe States/UTs
and betweenvariousMinistries/Departmentsandcreate aframeworkforengaging
withlocal bodies,todrive the National TourismAgenda.
vi) Focuson the benefitsof tourism forlocal communitiesandthe natural andcultural
environments.
vii) Directlyaddressseasonality,creatingyear-roundofferingsforcontinuoustourism
economyactivity.
viii) Create a safe,secure,clean,hygienicandinvitingenvironmentfortourists.
ix) Innovation intointegratedtouristcircuitsanddestinationsbasedonIndia’sunique
civilization,heritage,andculture inpartnershipwithStates/UTs,private sectorand
otheragencies,thusspreadingthe reachandimpactsof tourismbeyondgatewaycities,
furtheracross the nationanddeeperintocommunities.
x) PositionIndiaasa global brandand preferredtourismdestinationinoverseasmarkets.
xi) Focuson domestictourismasa major driverof tourismgrowth.
xii) Focuson developmentandpromotionof the NorthEastRegionandthe state of Jammu
& Kashmir.
xiii) Developqualityhumanresourcesinthe tourismandhospitalitysectorsacrossthe
spectrumof vocational toprofessional skillsdevelopmentandopportunitycreation.
xiv) Create an enablingenvironmentforinvestmentin tourismandtourism-related
infrastructure (hardandsoft)
10) Expectations
i) Swagat(welcome)
ii) Soochana(information)
iii) Suvidha(facilitation)
iv) Suraksha(safety)
v) Sahyog(cooperation)